Media students' use of artificial intelligence technology and its role in producing and analyzing media content: A study under the Technology Acceptance Model

Document Type : Original Article

Author

faculty of specific education minia unv.

Abstract

This research aimed to identify the degree of media students' use of artificial intelligence technologies and its reflection on the production and analysis of media content, in light of the technology acceptance model. The research relied on the field survey method using a sample of media students at public and private universities consisting of (400) male and female students, to whom the questionnaire and the technology acceptance scale were applied. The research reached a set of important results; the most prominent of which are: The most important skills that artificial intelligence applications contributed to developing in the research sample were (the skill of producing and editing videos, then the skill of filming using modern techniques, and It turned out that the most important technologies that the researchers relied on in their field of specialization were the Chat GPT technology, then (Kaiber video creation technology), and It was proven that there is a statistically significant direct correlation between university students’ use of artificial intelligence technologies and the production and analysis of media content, and the extent of their technological fluctuation. It was also proven that there is a statistically significant direct correlation between university students’ use of artificial intelligence technologies and the rate of development of their media skills,

Keywords

Main Subjects

Files

Share

How to cite

Statistics